Heineken Partners With UEFA Champion League Soccer

At retail, UCL-themed soccer display enhancers will encourage shoppers to text-in for the chance to win Heineken and UCL experiences and prizes.

Heineken, a global premium beer brand, and the UEFA Champions League (UCL), the world’s most prestigious soccer club competition, are once again joining forces to bring the spectacular artistry and competition of Champions League soccer to fans throughout the U.S.

This year Heineken and UCL are raising the stakes even higher with a fully integrated initiative, including increased media and merchandising support, along with on and off premise retail programs designed to engage soccer fans, and drive incremental features, displays and sales of Heineken Lager.

Beginning in January 2012, Heineken will be offering Hispanic and General Market “Men of the World” the chance to text-in to win tickets to the UEFA Champions League Final match in Munich (where permitted), or one of 30 Flat Screen TVs.

“Our goal is to leverage the successful relationship that UCL and Heineken have built worldwide and bring the spectacular experiences of the UEFA Champions League to U.S. soccer fans,” said Andrew Freeman, trade marketing manger – Dutch Brands, Heineken USA. “We are thrilled to offer U.S. soccer fans the opportunity to engage with the artistry of this spectacular sport and win amazing prizes while enjoying the great taste of Heineken Lager.”

On-premise, Heineken will host UCL themed events in select accounts (where permitted), scheduled around Champions League matches, leading up to the finals. Heineken ambassadors will be on hand to introduce patrons to the programs text-to-win mobile entry component, and the Star Player state-of-the-art app that allows fans to download and play along with the UCL matches and compete for points. Those with the most points will be eligible to receive premium Heineken branded prizes including soccer jerseys, pint glasses and whistle keychains. POS, including posters, table tents, coasters, window clings and pennant flags, will merchandise the accounts, drawing greater attention and interest in the program.

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